move to where the food s. if you want to reach a certain audience, find out where they're at and be part of it. network like crazy. there's great ways, linkedin, facebook, twitter. there's lots of places to be able to get that opm, other people's money. >> the other thing about social media, you can throw it out there. if it doesn't work, nothing gained, nothing lost. >> that's part of it. for a guy in the architectural business, you know, twitter may not be the right place to go. i think understanding the context, where customers as partners are, and if to them. twitter, facebook, linkedin may be great sources. it may not be the only thing. he's got to think about the context before he lays out the cash. >> old school in this case. he needs to be hanging around engineers, homebuilders, and other folks that are in the construction industries. there's lots of chapters. the associated general contractors, the architects, engineers, land servers, they have local chapters. he should start playing there. >> network